Here Design Creates Brand Identity for The Fife Arms

Here Design Creates Brand Identity for The Fife Arms

Here has recently created the branding for The Fife Arms, a reimagined Victorian coaching inn in Braemar, Scotland owned by internationally-renowned gallerists Iwan and Manuela Wirth (founders of Hauser & Wirth). Drawing on a collection of local ephemera, Here crafted an identity for the hotel that has a deep connection to the dynamics of the village. From walking maps to luggage labels and matchbooks to room books, every element of the hotel's identity adopts a new element of this carefully considered and highly spirited identity, rooted in the authenticity of the place.

"At a time when many brands are stripping back their identities and adopting a more neutral and international style, we were inspired by Iwan and Manuela's desire to take reference from a specific regional and local visual history that was much more variable and idiosyncratic that we are used to today," explained Mark Paton, Creative Partner at Here Design.

Moments of discovery and joy are created at every touchpoint, such as engraved egg scissors served at breakfast and individual books illustrated by Here for each of the hotel's 46 themed bedrooms, telling the unique story of each room that commemorates the personalities and characters that play a role in the history of Braemar and the hotel.

Photos: Courtesy of Here Design

Here Design